Her Story
About Krystal
Krystal Moreno is a hospitality, events, and sales executive with nearly 20 years of experience spanning luxury hotels, catering, corporate events, experiential marketing, conference services, weddings, and private events. As Director of Sales at 24 Carrots Catering and Events, she leads sales strategy focused on business growth, client partnerships, and exceptional event experiences while supporting the development and performance of a team of approximately 35 professionals.
Her career has provided a unique perspective across nearly every facet of the event journey—from initial business development and client strategy through planning, execution, and the guest experience. Prior to joining 24 Carrots, Krystal served as Global Events Marketing Manager at CBRE, Vice President of Events Marketing at City National Bank, and Director of Catering Sales and Conference Services at Fairmont Miramar Hotel & Bungalows in Santa Monica. Her broader hospitality experience also includes InterContinental Hotels & Resorts, and she has maintained an entrepreneurial connection to the industry through her boutique event planning company, Krystal Klear Special Events.
Krystal is also an active member of the professional events community and has held leadership positions with both Meeting Professionals International (MPI) and the National Association for Catering and Events (NACE), including serving as Vice President of Communications for the MPI Southern California Chapter and Director of Membership for NACE.
A graduate of San Francisco State University, Krystal studied Child and Adolescent Psychology and Nonprofit Management—an educational foundation that has influenced her people-centered approach to leadership and hospitality. She believes emotional intelligence, genuine relationships, transparency, and integrity are as important to business success as strategy and execution.
Throughout her career, Krystal has remained passionate about the intersection of hospitality, human connection, and business strategy. Her leadership philosophy centers on leading by example, continually learning, developing others, and creating experiences that not only perform from a business perspective but leave people feeling genuinely cared for.
Her Interview
Ten minutes with Krystal
01What do you attribute your success to?
I attribute my success to confidence, extraordinary people skills, emotional intelligence, and relationship building. Confidence has helped me earn and maintain a seat at the table, while emotional intelligence and strong people skills have been especially important in the hospitality industry. Building meaningful relationships has also been a major part of my success.
02What’s the best career advice you’ve ever received?
The best career advice I have received is to be the leader I always wanted for myself and to lead by example. I believe in taking the lessons from my past experiences—both what worked and what did not work with previous leaders—and applying those lessons thoughtfully to the way I lead others.
03What advice would you give to young women entering your industry?
I encourage young women to listen and absorb as much as they can. Be hungry, proactive, and recognize that you are in charge of your own success. Do the work, listen to what others have accomplished and learned in the past, and put yourself in positions where you are constantly learning and growing.
04What are the biggest challenges or opportunities in your field right now?
I see many opportunities for growth in hospitality and event planning, particularly through the ability to build relationships and network with many different kinds of people. At the same time, time management and maintaining a healthy work-life balance can be challenging in an industry that often requires significant attention to clients, events, and operational demands.
05What values are most important to you in your work and personal life?
Honesty, transparency, and integrity are the values that are most important to me. I believe these principles should guide how I interact with people, build relationships, and conduct business. In sales especially, it is very important to me to sell with honesty, transparency, and integrity.
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